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視頻課題：北師大版必修四第11單元 unit 11 The Media Lesson 3 The Advertising Game福建省 - 泉州
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北師大版必修四第11單元 unit 11 The Media Lesson 3 The Advertising Game福建省 - 泉州
Unit 11 The Media
Lesson 3 The Advertising Game
【文本解讀】
本篇文本是一篇說明文，闡述廣告的發展過程，共五段。第一段闡述傳統類型廣告主要是給出找到某種產品的信息。比如:商家賣什么、位置在哪兒和牌子叫什么。第二段闡述在市場競爭激烈的情況下，廣告需要吸引和保持公眾的注意力，當今的廣告設計者注重設計技術，以使廣告在視覺上盡可能地吸引人。第三段，由于廣告的繁榮，現代廣告必須把最高水平的設計和產品理念相結合，才能在競爭中勝出。第四段，隨著發展，頂級廣告設計者在現代廣告中運用幽默和新穎獨特的創意，使人們忘記有人正在向他們推銷商品。第五段主要闡述公益廣告的作用：1）為社會做貢獻，鼓勵公眾更多的參與；2）有助于增加公眾知識，使社會更美好。作者圍繞“廣告內容”“廣告設計”“廣告設計與理念結合”“廣告幽默和創意”四階段，循序漸進地介紹廣告的發展。 【教學目標】
在本課學習結束時，學生能夠：
1）通過閱讀，理解文章并知曉廣告發展的過程，通過寫作脈絡，理解文章標題的正確含義； 2）根據學過的內容，談論、描述廣告發展過程；
3）運用學到的知識，分析、判斷各類型廣告所使用的策略。 【教學難點】
1）引導學生要消除詞匯和文本篇幅的影響，能理解文本大意； 2）培養學生概括段落大意和提取關鍵詞的能力； 3）發展學生運用所學知識分析、設計廣告的能力。 【教學過程】
本堂課,教者采用周大明老師提出的“USE”教學模式。
Teacher’s Instructions
教師安排
Students’ Activities
學生活動
Intentions 設計意圖
IP 活動模式
Part 1. Warm-up
1.Present the topic 2.Explain the word “logo”
3.Explain the warm-up rule
Watch the p.p.t and take down as many names of
logos as possible
1.通過識記商標活動，活躍課堂氣氛，使
學生快速進入學習狀態 2.導入課題
IW &GW
Part 2. Understanding
Step 1
Offer Ss a word bank
Ss circle the words in the
text and understand their relevant definition
掃除閱讀詞匯障礙 IW
Step 2
Raise a question
Think over the question before reading
增強學生重視文本標題
的解讀
IW
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Step 3
Offer Ss time to read the
text and raise 5 questions for each paragraph Ss read the text and underline the sentences answer the question
保障學生充分的持續性默讀時間，初步理解文本大意
IW
Step 4 1.Ask Ss to summarize each paragraph
2.Analyze the text with the Ss
Summarize each paragraph by using key words
在理解文本的基礎上能
提煉概括大意并抓出每
段的關鍵詞
IW & CW
Step 5 1.Show Ss a poster and 4 video clips to explain the
development 2.Analyze each type of the ads
Read the poster, watch the
video clips and answer the
questions the teacher
raised
通過廣告海報和視頻進
一步理解廣告的發展過
程
CW
Step 6 Repeat the question
“What does the ‘game’ in the title mean?”
Discuss the question and
answer it
通過閱讀、閱讀、分析
文本，能概括文本題目
的意思
GW & CW
Part 3. Sharing
Assign the task
Design a public ad to
persuade smokers to quit
smoking, using the tactics
they have learned from the
text and materials offered
小組活動，學生運用文
本提供的策略討論設計
方案，交流思路，完成
設計任務
GW
Part 4. Expressing
Step1
Ask some groups to
present their design Present their design, explaining it in English 展示創新設計，應用所
學知識，鞏固所學知識
GW
Step2
Present Ss posters on
quitting smoking
Get the creative ideas on
designing.
學習廣告創意
CW
Assignment
1) Read the text again and shorten it with 130-150 words.
IW 2) Polish the ad you designed during the class.
GW 注：IP=Interactive Pattern CW=Class Work IW=Individual Work PW=Pair work GW=Group Work
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【附錄一】
Lesson3.The Advertising Game
The classic advertisement is one that gives information about finding certain products. It is likely to be just the name of a company, part of which may be a general location. For example, it could be “Shanghai Sewing Machine”, or “Tsing Tao Beer Corporation”,and you would know what the companies sell, where they are located, and the brand names. However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place. In such situation，advertisements need to attract，and hold the attention of the public. Some advertisements consist of pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets，a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible.
However even this is often not enough to be noticed in a modern city. Because of the advertising boom，people are used to seeing high standards of visual design. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive. For example，some advertisements may suggest that buying a car can make you free. That is，they use the concept of freedom to sell the car. Other
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common ideas include happiness，wealth and success. In fact，in the world of advertisements，such content is as old as advertising itself. For many of today’s advertisers，repeating old ideas is not a successful approach. They realize that it dose not matter how attractive the idea linked with the product is-most people know that the main purpose of the advertisement is making customers spend money. Instead，these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humor as well as new and unusual ideas to surprise people is important in modern advertisements. Their aim is to create something that has never been seen before and is fascinating for people to look at. By doing this，they hope to make people forget that someone is trying to sell them something！
However，not all advertising is about selling products and services for a profit. Some contemporary advertisements mainly aim to make contributions to society. There are public advertisements which encourage citizens to participate in improving their neighborhood，protecting the environment，and helping other people. Over the last decade，the government has worked hard at using advertisements to educate the public on fighting AIDS，saving water，helping the poor，giving up smoking，etc. These advertisements have helped to increase public knowledge，which has made our society a better place for everyone.
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【附錄二】
Logo List
1 NBA 美國職業籃球聯賽、全美籃球協會 16 Mercedes-Benz 梅賽德斯奔馳 2 Red Dot Design Award紅點設計大獎 17 Mc Donald 麥當勞 3 BMW 寶馬汽車 18 Baidu 百度
4 APPLE 蘋果 19 Umbro 茵寶體育用品 5 PEPSI 百事可樂
20 Rolex 勞力士手表 6 Standard Chartered 渣打銀行 21 UN 聯合國
7 Pizza Hut 必勝客 22 World of Warcraft 魔獸世界 8 Bank of China 中國銀行 23 Puma 彪馬體育用品公司 9 Tesla 特斯拉汽車 24 Japan Airline 日本航空 10 QQ 騰訊即時聊天工具 25 Adidas 阿迪達斯體育用品 11 Zwilling 雙立人 26
Olympics 奧林匹克運動會
12 HUAWEI 華為 27 Volkswagen 大眾汽車 13 Evian 依云礦泉水 2
8 Starbucks 星巴克 14 China Eastern 東方航空 2
9 Iqiyi 愛奇藝視頻 15
WeChat 微信
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P&G 寶潔公司
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